Sexual Wellness Brand Hello Cake Acquires Trigg Labs/Wet Lube

LOS ANGELES—Hello Cake, a sexual health and wellness brand, today announced the acquisition of Trigg Laboratories, Inc., the manufacturer of flagship brand Wet personal lubricant.  Hello Cake also announced the closing of an $18 million Series B funding round led by Silas Capital and Strand Equity. Total funding for the sexual wellness brand has now surpassed $36 million. AF Ventures, a long-term investor in Hello Cake, is participating in the round and will join as a board observer. Hello Cake has more than doubled its retail footprint from 2023 to 2024, and the acquisition of Trigg Labs enables the company to own end-to-end product innovation, bringing new products to market faster and at scale. “This acquisition marks a significant milestone for Hello Cake as we continue to grow and redefine the sexual wellness category,” said Hunter Morris, CEO and co-founder at Hello Cake. “Vertical integration gets us firmly to profitability. We will continue to deliver high-quality products at the accessible price points that consumers look for today.” With this acquisition, Hello Cake will own and operate Trigg’s product portfolio including the Wet brand. White-label services, private-label services, and expanded offerings under the Wet brand will continue under Hello Cake’s executive leadership. Simone Buntin, Trigg Laboratories chief operating officer, will stay on at the helm of the Las Vegas-based operation. The acquisition comes with an accelerated focus on both retail and Amazon expansion, with newly appointed SVP of Digital Retail Jason Molina, who joins Hello Cake with previous experience from CC Wellness and Lube Life. “We are thrilled to join forces with Hello Cake, a brand that shares our steadfast commitment to product innovation and quality in the sexual health space,” said Michael Trigg, founder of Trigg Laboratories. “This acquisition brings together our trusted Wet brand, first established in 1989, with Hello Cake’s fresh, modern approach to the market. We look forward to working with their team in this next chapter, empowering more individuals to explore their sexual wellness journeys.” The integration of Trigg Laboratories will be completed within the next 90 days. Trigg’s identity and brand will remain intact as Trigg Laboratories. “Hello Cake continues to rethink the sexual wellness category with a fun, innovative, and inclusive approach that resonates with modern couples,” said Brian Thorne, partner at Silas Capital. “This additional investment in their Series B round underscores our belief in Hello Cake’s ability to win within the sexual health space, leveraging their strong retail partnerships and a growing telehealth presence. We’re thrilled to further support Hunter, Mitch and the Hello Cake team as they transform the category.” For more information, visit the Hello Cake website and follow the company on X.